Batch enrichment
In short
Batch enrichment is the process of sending a large group of records, such as a list or a CRM segment, to a data source in one job and getting back missing or updated fields. You upload or select records, the job matches them, and the results are written back together.
It differs from real-time enrichment, which fills fields for one record at the moment it is created. Batch jobs trade speed per record for volume and cost control, which suits cleanup projects and periodic refreshes.
How batch enrichment works
Most batch jobs follow the same steps, whether you run them from a CSV or from inside your CRM.
- Select: Pick the records to enrich, for example all accounts missing an employee count.
- Match: Each record is matched to the data source using keys such as domain, company name, or email.
- Return: Matched records come back with new fields and often a match status.
- Write back: Results are merged into the system of record under rules you set.
When to use batch instead of real time
- Backfills: Fill gaps in an older database in one pass.
- Scheduled refresh: Re-check records every quarter, since job titles and company data go stale.
- List purchases and imports: Clean and complete a list before it reaches reps.
- Cost control: Run the job on a defined segment instead of every record that is touched.
A practical example
Say a team has 20,000 accounts in its CRM and half have no industry or headcount. Before enriching, they back up the data and test on 500 records. They check the match rate and spot-check a sample for accuracy. If the sample looks right, they run the rest and write values only into empty fields.
Common mistakes
- Overwriting good data: Blindly replacing fields can destroy values reps entered by hand. Fill blanks first and review conflicts.
- No match keys: Records without a domain or email match poorly. Clean those keys first.
- Skipping the test run: A small pilot catches mapping errors before they hit the full database.
- One and done: Without a schedule, the data decays again within months.
Batch enrichment FAQs
What is batch enrichment?
Batch enrichment means sending many records, such as a CRM segment or a list, to a data source in a single job and receiving missing fields back together. It is used for backfills, list cleanup, and periodic refreshes instead of one record at a time.
What is the difference between batch enrichment and real-time enrichment?
Batch enrichment processes many records in one scheduled job, which suits cleanup and refreshes. Real-time enrichment fills fields for a single record the moment it is created, such as a form fill. Many teams use both together.
How often should you run batch enrichment?
It depends on how fast your data changes, but many teams refresh on a regular cadence such as quarterly, and sooner for fast-moving fields like job titles and emails. Prioritize active accounts and contacts over dormant ones.
How do you avoid overwriting good CRM data during batch enrichment?
Set field-level rules before running the job. Fill empty fields by default, flag conflicts for review instead of replacing them, and keep a backup of the original data so you can roll back if the results look wrong.
